Despite the growing strength of social networks, television advertising is still the most influential medium in people’s purchase decisions. A report from the Television Bureau of Advertising and Knowledge Networks Inc. reveals that 37 percent of television viewers make purchase decisions after watching advertisements on television compared to 7 percent for social networks. Impact and persuasion are two factors for a successful TV commercial that arouses viewer interest immediately and remains memorable. Television advertisements demonstrate their influence in a variety of ways.

Gender Identity

Television advertisements influence gender differences between male and females. For example, the frequent use of male voices in voice-overs conveys the notion that males are more credible and authoritative than females. Television advertising influences the impression role-appropriate behaviors for both genders, affecting the popular perception of what makes a successful male or female. For instance, commercials about cosmetics further the notion that women’s responsibility is to remain attractive forever.

Children

Television nurtures in children a desire to have freedom of choice, which is important in making purchase decisions independently of their parents. Advertisers find them easy to influence into spending money on the advertised product. Some children become so obsessed with products they see on TV ads that they pester their parents to get the products for them. TV commercials further expose the young ones to a dollar’s power and teaches them that they can acquire anything with the right price.

Voter Decisions

Political ads on TV can influence voter decisions. Using TV to promote a political campaign helps to avoid selective exposure and gains the attention of 70 percent of voters. People who have little information about a political candidate or are not interested in a political campaign often change their attitude toward candidates after viewing their advertisements. Political commercials also influence the way voters evaluate a candidate.

Social Influence

Television advertising promotes the notion that buying products equals happiness. It nurtures a consumer culture that encourages people to buy new products as a way to conform to the society’s goals, values and pleasures. Advertisements also create public awareness about important issues such as diseases, charitable causes or environmental degradation. For example, health agencies can use TV for health advertisements focusing on Alzheimer’s disease. NGOs or social organizations use commercials to attract volunteers for a charitable activity to better the welfare of others in the society.

About the Author

Based in Ontario, Gary White has been writing business-related articles since 2008. He has worked for “The Bank of Canada” as an economic analyst, and currently works for Link Networking Communications Inc. as an editor. Gray is a graduate in Business Administration(Economics) from the University of Toronto.